Me’Arah O’Neal, the basketball-playing daughter of NBA Hall of Famer Shaquille O’Neal, has signed with LIFT Management.
A sophomore with the University of Florida Gators women’s basketball program, O’Neal is looking to LIFT to help navigate possible sponsorship deal opportunities at the intersection of sports and an expanding creator economy. “Alignment and authenticity. It has to make sense, fit who I am and the image I’m trying to build. I look for brands that feel natural,” O’Neal tells The Hollywood Reporter about her ambitions beyond the hardwood as she looks to raise her business game.
LIFT will handle contract negotiations, including around possible brand marketing deals for O’Neal, along with communications and career development.
“We’re thrilled to welcome a talent like Me’ Arah to our organization. Her impact goes far beyond performance — she brings a level of excellence, discipline, and national appeal that aligns perfectly with our vision. This partnership isn’t just about today’s success; it’s about building a legacy that inspires her audience and elevates everything we stand for. We always look to bolster elite athletes who come from strong sporting pedigrees,” stated Gina Paradiso, chief content officer at LIFT.
O’Neal’s push into the entertainment space via LIFT follows other hoops stars — including brother Shareef — making inroads into film and TV, including launching their own production banners. Shareef O’Neal became the creative strategist for the Shaq Brand, leading efforts to bring a fresh vision that bridges sports, culture and next-generation storytelling.
Me’Arah O’Neal welcomes carrying the torch for a family of hoopers, led by an NBA superstar. “It’s a blessing but it also comes with responsibility. I’m proud of my family and where I came from, but I’m focused on really trying to create my own path. There are certain expectations or standards that come with that but that just becomes motivation for me. I want people to respect my name for who I am while still honoring the family legacy,” she explained.
